Customer Value Network Analysis: Improving Ways to Compute Customer Life-Time Value

Monireh Hosseini；Amir Albadvi

Customer lifetime value (CLV) ； Value network analysis (VNA) ； Customer relationship management (CRM) ； Business-to-business ； Network customer lifetime value (NCLV)

International Journal of Electronic Commerce Studies

1卷1期（2010 / 06 / 01）

15 - 24

英文

Today's constant changes around the world have exposed many companies to unprecedented business competition. This situation, especially in e-commerce, complicates the decision-making process about target customers and recommending products to them. On one hand, understanding and measuring customer lifetime value (CLV) is a critical factor for long-term success. On the other hand, the value network is a new concept that considers both tangible and intangible complex dynamic value exchanges between two or more enterprises, customers, suppliers, etc. In this paper, we introduce a new definition of value networks called ”business customers' value network”, which focuses on customer relationship management (CRM) concepts. Then, we suggest that the value network analysis (VNA) approach is a powerful tool to model and analyze tangible and intangible relationships between a company and its business customers. Finally, we propose that VNA can improve the networking potential of CLV. This study provides a conceptual framework for mapping a newly proposed value network consisting of three schemas (star, community, and compound schemas) with an illustrated example. Our future aim is to develop a new networked measure of CLV called network customer lifetime value (NCLV).

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